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The new corporate shakeup: the name change

June 5, 2012: 4:59 PM ET

Sara Lee (SLE) by any other name is no longer Sara Lee. It's now Hillshire Brands.

As part of its ongoing corporate shakeup, Sara Lee sold its cookies and snack cakes. It now wants to be embrace its new meat-centric identity.

Executives chose Hillshire Brands, referring to its Hillshire Farms label. What was once Sara Lee's snack business now contains the brands Jimmy Dean, Ball Park and State Fair. HSH will be the company's new ticker. (HUSH hasn't been claimed yet.)

"Hillshire Brands represents our strong heritage in quality and great taste, as well as our ambitions for growing our portfolio of iconic brands in the future," Sean Connolly, the company's CEO, said in a press release.

Hillshire Brands may not have the iconic status or history of Sara Lee yet, but it's catchy. You might call it Sara Lee's better half.

As part of its overhaul, Sara Lee is also spinning off its coffee and tea business. That business will soon bear the name "D.E. Master Blenders 1753" and will start trading on June 28, 2012.

D.E. Master Blenders 1753 seems to fit squarely into a new trend of giving bizarre names to companies with international operations. Kraft (KFT) recently renamed its global snack business Mondelez.

Mondelez is a made up name that, according to CEO Irene Rosenfeld, conveys the idea of a "delicious world." The snacks business will start trading as Mondelez this year, with Kraft keeping its name on Velveeta and Miracle Whip.

Will it make Kraft's Oreos, Cadbury creme eggs, and Tang soda sound even more tasty? The jury's still out.

But with D.E. Master Blenders 1753 in the running, Mondelez has some competition for the worst corporate name change.

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